To generate awareness, create demand and expand distribution for Former Vice President Al Gore's new television network, Current TV. Additional goals included building a database of passionate missionaries and culture leaders while encouraging submissions of viewer-created content.
GTM created "Take Back TV", a live cultural mash up tour in three markets: San Francisco, New York and Philadelphia featuring top artists—Mos Def, The Roots, Simon Dawes, De La Soul & Lauryn Hill. Attendance ranged from 5,000 to 8000 at the events as the entire experience was webcast via a partnership with Sun Microsystems. Attendees were encouraged to take pictures and footage to share with their friends through social media. In addition, INTERACTivists™ distributed premiums, reinforced the brand message and facilitated data collection.